IF you were asked to locate the biggest design studio in Wales perhaps thoughts of a funky office somewhere in Cardiff Bay might spring to mind.

IF you were asked to locate the biggest design studio in Wales perhaps thoughts of a funky office somewhere in Cardiff Bay might spring to mind.

But in fact you would need to travel some 16 miles north out of the capital to the Penallta Industrial Estate.

Here at gift wrap-to-greeting card design and manufacturing business International Greetings, can be found a thriving design studio employing 41 staff. Each year its team produces a staggering 6,000 designs for clients such as Tesco, Ikea and Costco.

Sarah Barker, head of creative at International Greetings in Ystrad Mynach

These range from designs for everyday greetings cards and Christmas gift wrap to Disney character branded stationery and gift tags.

It was back in 2009 that International Greetings UK took the decision to relocate its design studio from its group’s corporate HQ at Hatfield in Hertfordshire, to its manufacturing and sales operation in Ystrad Mynach.

Only two members of staff opted to relocate, which meant that the business had to build up its studio expertise by recruiting locally – a decision which its deputy chairman and founder Swede Anders Hedlund said has reaped rewards commercially.

Previously there was only a small design operation at Ystrad Mynach.

Mr Hedlund said: “The reality is that the quality and innovation has been better in Wales, which has come as a really nice surprise.

“We are winning a lot of contracts in Canada and America because of the high quality of the studio here in Wales.”

The studio is run by International Greetings’ head of creative Sarah Barker.

She said: “The studio now employs 41 people which makes it the largest creative studio in Wales.”

Many of its staff are design graduates from Cardiff, Swansea and Glamorgan universities.

Ms Barker added: “We have a very good mix between graduates and seasoned designers.

“The team creates around 6,000 individual designs for clients each year. Those not used are stored in our digital archive, with the potential to be revisited. The great thing is that everyday there is something different to work on.”

Managing director of International Greetings UK, Lance Burn, said: “The majority of what we do is designed from scratch. We start each year literally with no orders, but will have sales of £66m [ a third of global turnover ] this year, so the design studio is critical to the commercial success of the business.”

For the year the end of March, 2011, International UK, which includes IG China, reported sales up 15%, while profitability was up 35% on the previous year.

Mr Burn said: “We have been growing for the past three years. We are continuing to grow this year and we are also a net recruit and currently have a full time workforce of 441.

He added: “The business has a great deal of potential and it is refreshing that everyday everyone wants to come to work. The creative aspect in the studio is also very refreshing. We are growing in what some people see as a hostile environment.”

Growth is also being driven by its decision last year to move into the lucrative all year round greeting card market, where it is working for clients such as Costco and Ikea. The market now accounts for 12% of turnover.

Mr Burn is optimistic on the future of the business in Wales.

He added: “We have investment plans for Wales, including reinvesting in our print facilities.”

Mr Burn said:“The product is going very well for Costco in Canada and here in the UK. As a result this could see Costco introducing the wrap into its outlets in the US next year and potentially then globally.”

The American-owned wholesaler has ambitious expansion plans, including looking to move into mainland Europe – with International Greetings well placed to build further on its current supply relationship.

International Greetings’ Chinese sister business specialises in greeting card and Christmas crackers, while production at Ystrad Mynach includes gift wrap, ribbon, bows, bags and stationery. Mr Burn said:”We are also actively working on a e-commerce solution for the business.”